Understanding what buyer personas are can help you improve the performance of your business. Thanks to them, you can have a better understanding of who your target customers are and have more guidance in your business activities.
Do you want to attract high-value visitors and loyal customers?
Take a minute to find out more about buyer personas as they are the key to achieving that.
What are buyer personas?
Let’s start with the basics.
A buyer persona is a detailed description of your target customer. The persona is made up but it is based on market research and analysing who your desired audience is. Your business can have multiple buyer personas.
To create a buyer persona, you have to ask yourself what the needs and interests of people who buy your product are. You also have to look into what their background is. By researching these things, you can tailor your offering to appeal to your target audience and increase sales.
There are also negative buyer personas, which refers to individuals who you do not want as your customers. For example, if you are selling a professional product, you do not want students to buy it.
How to create buyer personas?
You might be disappointed to hear that there is no set list of types of buyer personas that you could choose from. Each business is different and has a different set of clients so you have to create buyer personas based on your own research.
Buyer personas can be created through a variety of methods such as research, surveys, or interviews. Basically, anything that helps you get to know people who are interested in your product and services works. Once you have gathered a lot of raw information about your existing and prospective customers, you need to analyse these findings to identify patterns and similarities.
Then, you can create profiles and develop your business personas. When creating them you can cover various categories such as:
- Their demographics
- Their motivation to purchase your product
- Their background and personality
- Their goals when looking to purchase a new product.
There are many buyer persona templates available online that can guide you but you can also use your creativity.
Why are buyer personas important?
The main advantage of buyer personas is that they help you better target your desired clients. If you know what they are looking for and what their needs and likes are, you can offer exactly that. By doing so, you are increasing the chances of them choosing you over your competitors.
Or, rather than changing your products and services, you can also adjust your marketing strategy. For example, if you find out that most people who are interested in what you offer are young people, you can make sure that the tone you use in ads is more laid back and casual. Based on such insights, you can also realise which channels are the best to advertise your products.
Overall, buyer personas allow you to speak directly to your target audience. They make your marketing strategy more successful and give you the chance to effectively respond to the needs of your clients and fill the gaps in the market.
What is Influencer Marketing and how to use it
Influencer marketing is a type of social media marketing that relies on working with people who have a large social media following and are prominent figures in their niche. Influencer marketing can be effective as it allows businesses to grow their customer base and reach audiences that they would not normally reach. Moreover, influencers often enjoy a great degree of trust amongst their followers so them promoting a certain product can trigger increased sales.
Here you can find out more about how influencer marketing works.
How to create an influencer marketing campaign
If you are considering using influencer marketing to promote your product, the first step is to find influencers that you would like to work with. Ideally, you should find some whose followers’ interests might be related to the industry you represent. Thanks to that you can improve client retention.
To find influencers you might form partnerships with, you have to browse various social media platforms. There are many you can choose from so you should ask yourself where your campaign will be the most effective.
Once you identify some influencers who might be interested in joining your campaign, you need to think about compensation. Although that is not always the case, usually the higher the person’s following, the higher their salary expectations will be.
A study done by Influence.co a few years ago revealed that:
- ‘The overall average price was $271 per post.
- The average price for micro-influencers with fewer than 1,000 followers was $83 per post.
- The average price for influencers with more than 100,000 followers was $763 per post.’
When you have a budget planned, you can start talking to the influencer about your expectations regarding the campaign. Do you want them to post an Instagram story in which they talk about the product? Or, do you want them to post something to their feed? Or, is there something else that you think would work better. Work on the campaign together and ask their opinion as they know what types of content their followers engage with the most.
What types of influencer marketing campaigns are there?
While you can, of course, be creative when planning your social media campaign, there are several types of influencer marketing campaigns that most people use. These are:
- Giveaways
- Contests
- Social Media Takeovers
- Sponsored Posts
- Affiliate Marketing
- Unboxing
- Reviews
- Guest Posts
- Brand Ambassador Programmes
- Pre-release campaigns.
There is no one type that is the most effective. Which one you should choose depends on the product you want to advertise. All of these types are interactive and make people comment and share, especially when there is a potential for them to win something.
Is influencer marketing effective?
Nowadays, social media are extremely important when it comes to marketing and building relationships with clients. Social media are constantly developing and growing so it is good to get your business out there. And, doing so with the help of someone who has a large following and is an expert when it comes to interacting with people on these platforms, is the best way to do it.
Influencer marketing can help you increase your reach among potential customers, spread the word about your products and services, and encourage people to find out more about your company. Moreover, thanks to influencer marketing you can build long-lasting partnerships and get connections with influencers, which will be beneficial in the future.
Influencer marketing might not be for everyone but you should definitely give it a try and test it out yourself.
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